THOUGHT LEADER: Integration is central to PR's place in corporate world

A few years back when I was working on a project at Cisco to centralize the corporate and line-of-business PR shops, I researched a number of companies to understand how they organized their communications efforts. While many had different structures, one thing struck me. Each one - Intel, SBC, and several other top companies - had something in common: an ultimate group that made the key decisions that dictated the company's communications strategy and messaging. Sounds basic, but what's more striking is the number of companies (including Cisco) that have not embraced an integrated structure as critical to their communications success.


Sign in to continue

Sign in

Sign in

Trouble signing in?

Reset password: Click here

US and Asia
+001 (800) 558-1708

UK & Europe
+44 (0)20 8267 8121


Don't have an account? Complete easy registration and receive:

  • Limited Article Views (Excludes Subscriber Only Content)
  • Select Newsletters (Excludes Subscriber Only Bulletins)

Register Now



  • Limited free articles a month
  • Limited number of free email bulletins

Register Now


To receive full access to PRWeek's content subscribe today and receive:

  • Unlimited access to PRWeek content
  • Daily Breakfast Briefing
  • Breaking News Alerts
  • Weekly Online Edition
  • Agency Business Report
  • Weekender Edition
  • PRWeek Magazine
  • Full Archive Access

Subscribe Options

Start your free trial 

Enjoy these subscriber-exclusive benefits:

  • Unrestricted individual access to
  • Breaking news and industry updates via PRWeek Daily News bulletin
  • Exclusive access to Power Book and Top 150 UK Agency Business Report

Join today

Need to activate your subscription?

Domain/Group Subscriptions
Click here >>

Individual Subscriptions
Click here >>

Need to activate your Subscription

Company Wide Subscriptions
Click here >>

 UK Individual Subscribers
Click here >>